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Men

Men are males aged 18 and over. In recent decades, ideas of masculinity and men’s role in society have changed in many markets, with advertising strategies changing as a result. Men are now seen as willing to discuss once-taboo subjects such as mental health and sexuality. Men are no longer defined as breadwinners, but are accepted as individuals who are fathers and husbands juggling children and career. Men are generally held to be receptive to humour in communication.

Key Reading

Important papers from across the Warc database

This TNS report sets out cultural comparisons based on different concepts of the 'ideal man' from around the world. It argues that the brands most likely to win are those closely aligned with consumer needs – rooted in distinct cultures.
Best Practice paper offering practical tips, examples and recommended reading on men.
Results from a study of 10 countries looking into young men and personal care brands.
Research measuring gendered emotional responses to ads by creative approach.
Euromonitor's global report analyses both attitudes and the implications for marketers.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how Interflora, a flower delivery service, increased sales on Valentine's Day by creating a special, late Valentine's service that helped forgetful Danish men offer bouquets without being blamed for the their lateness.

Case Study

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.
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Research Paper

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Article

The following article covers the findings of in-depth research carried out across multiple Asian markets by SenseAsiaTM on women's paths to purchase in the automotive sector.

Article

This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Article

This article discusses a project that used neuroscientific research to track the effectiveness of Volvo's 'Epic Split', one of the most celebrated ads of recent years.
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  1. Article

    This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

  2. Article

    This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

  3. Article

    This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

  4. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  5. Article

    This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
  6. Article

    This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.

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